Writer, strategist, go-seeker.
Writer, strategist, go-seeker.
Meet Yacht Water, a sparkling water collection created by founder, investor and author Arlan Hamilton. Born from a joke about splashing the powerful with your yacht, Yacht Water is a tongue-in-cheek take on the luxury lifestyle, designed to bring more people onboard with healthy alternatives to soda.
But, it also has a larger message—fueling confidence to persist on the path to success. This ties in with Arlan’s personal story and her VC work extending opportunities to the underrepresented and underestimated, as she funds 1,000 new millionaires over the next decade.
The charge for Forner was to thread together these elements, creating a cohesive brand identity with an elevated aesthetic, humorous perspective and serious mission.
Our strategy was two-pronged: to have Yacht Water encourage drinkers to have fun envisioning their future success as revenge for today’s setbacks, and to enjoy picturing the win. And also to Make Waves by fueling determination and self-belief, as we remind the underestimated that the world desperately needs and appreciates their perspectives.
The Make Waves message celebrates the ones who do it differently and frames outreach and impact efforts with a rallying cry.
Throughout the identity, we used the horizon to symbolize a prosperous future.
We created bold, fun and inclusive headlines to convey the brand spirit.
We created the message "Water FTW" to celebrate success. A win may be small, it may be personal, it may be about staying focused on your goals or about sharing victories with those you love. Through this lens we can show a variety of “wins” in imagery, while representing our brand story.
The message Success is the Best Revenge is featured on packaging. It invites our audience to have fun picturing their future success as they sip Yacht Water, and to relish their victory in advance.
The "Make Waves" message ties the brand in with Arlan's mission to fund underrepresented founders. As an anthemic campaign platform, it can be used to frame up events, opportunities and/or community by highlighting founders who are making waves in their industries.
Forner created special packaging featuring a cut-down of the manifesto to accompany Arlan to book release events, building excitement for the brand.
Arlan featured Forner's strategy to help secure a round of investment funding HERE. Goal met!
DESIGN: KATI FORNER /// STRATEGY+VERBAL ID+COPY: ALLISON DOBKIN
*Lifestyle photography for concept only.